Developing long-term relationships with today’s consumers is more complex than ever before. With today’s powerful web search, social publishing, and social network filtering capabilities place powerful new tools in the hands of consumers. Today’s buyer’s journey is much more non-linear – as consumers can easily find information, comparative pricing, and social recommendations about a large number of competing solutions.
As a result, consumers are now savvier; becoming simultaneously researcher, publisher, reviewer, influencer, and ultimately expert on any manner of product or service. This “ease” by which information can be shared across the web, including mobile and social touch points, has required enterprises to try to influence consumer behaviour by increasing the amount of content. The result of all this content production: In 2012, 1.8 zettabytes of data will be created on the internet. That’s more than 7 million times the totality of digital assets stored by the US Library of Congress today.